Market dynamics are changing the U.S. residential security market, creating new business models that better appeal to the approximately 70% of households without a security system. Smart home adjacencies have helped revitalise the traditional security industry, and alternative approaches to systems and monitoring for the security industry are emerging, including a new batch of DIY systems.
Growth in the residential security market and its position as the channel for smart home solutions have attracted numerous new entrants. Telecoms, cable operators, and CE (consumer electronics) manufacturers are joining traditional security players as they compete to fulfill consumer demand for safety and security. Connected products also provide a layer of competition as consumers must decide whether having category devices such as doorbell video cameras, networked cameras, and other products suffice for their security.
Increasingly competitive landscape
Smart home services can provide additional revenue streams for the security industry
For instance, IP cameras are a highly popular smart home device rooted in security, and Parks Associates estimates 7.7 million standalone and all-in-one networked/IP cameras will be sold in the U.S. in 2018, with $889M in revenues. Product owners may feel their security needs are fulfilled with this single purchase, as such dealers and service providers are under increasing pressure to communicate their value proposition to consumers. Categorically, each type of player is facing competition uniquely—national, regional, and local dealers all have a different strategy for overcoming the increasingly competitive landscape.
Smart home services can provide additional revenue streams for the security industry. In Parks Associates’ 2017 survey of U.S. security dealers, 58% report that smart home service capabilities enable extra monthly revenue. Almost half of dealers also note they have to offer smart home devices and services in order to keep up with their competition. While white-label devices are acceptable in some instances, dealers need to integrate with hero products whenever possible when those exist for a category.
For dealers who have added smart home devices and services are all potential benefits and good for business
Improved customer engagement
That 2017 survey also revealed 36% of security dealers that offer interactive services report security system sales with a networked camera and 16% report sales with a smart thermostat. For dealers who have added smart home devices and services, enhanced system utility, increased daily value, and improved customer engagement with the system are all potential benefits and good for business.
Security has served as the most productive channel for smart home solutions, mainly because the products create natural extensions of a security system’s functions and benefits, but as smart home devices, subsystems, and controllers expand their functionality, availability, and DIY capabilities, many standalone devices constitute competition to classical security. Particularly viable substitute devices include IP cameras, smart door locks, smart garage doors, or a combination of these devices. Products that are self-installed offer both convenience and cost savings, and these drivers are significant among DIY consumers—among the 6% of broadband households that installed a security system themselves, 39% did it to save money.
Enhance traditional security
Self-installable smart home devices may resonate with a segment of the market who want security
While many security dealers believe substitute offerings are a threat, some dealers do not find such devices an existential threat but instead view them as another path to consumer awareness. They argue that the difference between smart product substitutes and traditional security is that of a solution that provides knowledge versus a system that gives one the ability to act on that knowledge.
A common theme among professional monitoring providers is that a homeowner who is aware of events happening in the home does not necessarily have a secure and protected household. For example, a Nest camera, a DIY product, notifies a consumer via smartphone about events in the home when it detects motion, but only when the notification is opened and identified will a consumer be able to act on the related event. Self-installable smart home devices may resonate with a segment of the market who want security but are unwilling to adopt professional monitoring; however, providers can leverage these devices to enhance traditional security features and communicate the value of professional monitoring.
Smart home devices and features, while posing a threat to some security companies, are a potential way forward to increased market growth
Increased market growth
A key counterstrategy for security dealers and companies is to leverage their current, powerful role as the prime channel for smart home devices. Many security dealers now include smart home devices with their security systems to complement their offerings and increase system engagement. For example, as of Q4 2017, nearly 70% of U.S. broadband households that were very likely to purchase a security system in the next 12 months reported that they want a camera to be included as part of their security system purchase.
In response, many security system providers now offer IP cameras as optional enhancements for their systems. Smart home devices and features, while posing a threat to some security companies, are a potential way forward to increased market growth. Security dealers have an opportunity to become more than a security provider but a smart home solutions provider rooted in safety.
Provide status updates
Comcast has entered both the professionally monitored security market and the market for smart home services
The alternative is to position as a provider of basic security with low price as the key differentiator. Comcast has entered both the professionally monitored security market and the market for smart home services independent of security. It has discovered that monetising smart home value propositions through recurring revenue becomes increasingly challenging as the value extends further away from life safety.
Since the security industry remains the main channel for smart home services, security dealers are in a unique position to leverage that strength. Value propositions must shift from the traditional arming and disarming of a system to peace-of-mind experiences that builds off the benefits of smart devices in the home to provide status updates (e.g., if the kids arrived home safely) and monitoring at will (e.g., checking home status at any time to see a pet or monitor a package delivery).
These types of clear value propositions and compelling use cases, which resonate with consumer and motivate them to expand beyond standalone products, will help expand the home security market.

Last week, the Schedule 84 Suppliers Research Panel participated in reviewing the 2018 contracting year with the GSA Schedule 84 leadership team. Our panel group consists of experienced contractors and consultants meeting for a monthly conference call. Schedule 84 is the GSA Schedules Contract for Total Solutions for Law Enforcement, Security, Facilities Management, Fire and Rescue.
Our opinions are part of a research programme to provide valuable feedback to the GSA Schedule 84 programme and on to the GSA central office. The director of GSA Region 7 Schedules Program, the Schedule 84 Branch Chief and the Category Manager Subject Matter Expert who manages our suppliers' panel gave us their full attention as we discussed the successes of the programme, hot topics, problems and the future.
We determined 2018 under the Schedule 84 team to be a year of innovative thoughts, cooperative effort and renewed enthusiasm
Innovative review team
We determined 2018 under the Schedule 84 team to be a year of innovative thoughts, cooperative effort, renewed enthusiasm and productive changes building upon the successes of 2017.
There was high praise for the accessibility to the Schedule 84 staff. Their consistent quick response to questions and concerns, thinking outside the box and supporting the programme by partnering with their contractors was much appreciated. There has been a renewed spirit of partnering to cooperatively bring the best to agency customers. It seems to be working as per the Centre Director sales are growing for GSA Schedule 84.
Advocating for the security industry
In my experience, business development starts with the Administrator from Region 7 in Ft. Worth, TX. As the annual Schedule 84 Industry Day at the SSAC begins he is shaking every hand and passing out his cards looking folks right in the eye asking, “how can I help you?” They have the best practices and most organised paperwork. The SSAC director has chosen well in her staff and is hands-on in every endeavour to direct things along when challenges occur or to improve the programme.
The new 84 Branch Chief is knowledgeable, innovative, tireless and has been heavily involved in advocating for the security industry
It continues with the centre’s CASE Manager encouraging the contractors at events, visiting agency customers and promoting the GSA Schedules Program by helping coordinate the partnering. The new 84 Branch Chief is knowledgeable, innovative, tireless and has been heavily involved in advocating for the security industry for adding new technology, meeting with industry associations, understanding the complexity and challenges of Homeland Security Presidential Directive 12 (HSPD12) and advocating for the purchasing Physical Access Control Systems (PACS) utilising the appropriate standards and the GSA Program among other innovations. As far as the supplier panel, we gave our GSA Schedule 84 team and leaders high praise for 2018.
GSA also added new categories or SINs for clearly identifying Physical Access Control Products that appear on GSA’s Approved Product List
Changes in the GSA programme
Some changes this year in certain GSA programmes included the creation of a new category of products/services Special Item Number (SIN) for Order Level Materials (OLM) developed to assist with solution procurements. This new SIN was added to Schedules 03FAC, 56, 70, 71, 00Corp, 738X and 84. Under Schedule 84 it is SIN 84-500.
GSA Schedule 84 consolidated many Special Items Numbers (SINs) to make finding products and services less complex
Essentially this SIN allows agencies procuring under the aforementioned GSA Schedules’ programmes to purchase and the contractor to add items and services not known prior to the task as a Contract Line Item Number (CLIN) not to exceed 33% of the order. For more information and FAQs on OLMs go to www.gsa.gov/olm. This is not to take the place of “Open Market” items for adding products only that are not listed on a company’s GSA Contract.
Physical access control products
Previously, GSA Schedule 84 consolidated many Special Items Numbers (SINs) to make finding products and services less complex for the agencies. GSA also added new categories or SINs for clearly identifying Physical Access Control Products that appear on GSA’s Approved Product List according to the standards created under FIPS201. These products appear under SIN 246 35-7 after being tested and approved by GSA. To be qualified to install these products under the GSA Program at least one individual from the GSA Contractor company must complete the class and be CSEIP certified before applying for labour SIN 246 60-5.
Additionally, the company must demonstrate certain qualifications and have past performance for this type of work. The Security Technology Alliance offers the training class and certification. Certified individuals and approved products are listed at www.idmanagement.gov. Companies listed with SIN 246-35 7 and SIN 246-60 5 may be found by searching at www.gsaelibrary.gsa.gov.
Updates to guidance for procurement
Updates to guidance for procurement of PACS will continue to be posted to the GSA PACS Ordering Guide
Updates to guidance for procurement of PACS will continue to be posted to the GSA PACS Ordering Guide. The ordering guide posted at www.gsa.gov/firesecurity is a valuable support tool created to assist agencies with understanding the requirements of FIPS201 and procuring a PACS. The guide includes relevant regulations, FAQs, sample systems designs, sample statements of work, a list of key points of contract for additional help and questions.
In partnership with GSA and guided by the GSA Ombudsman group, the Security Industry Association and the Security Technology Alliance members and their contractor companies participated in a GSA Reverse Industry PACS Training Day on September 17, 2018. We presented from an industry perspective important fact on PACS system requirements, procurement planning, providing information on resources and further educating with panel discussions, individual presentations and amusing skits to over 300 Government agency staff and acquisition specialists. You can find some of the unedited recording of the PACS Reverse Industry Day Training on YouTube.
Some changes included the creation of a new category of products/services Special Item Number (SIN) for Order Level Materials (OLM)
GSA Schedules Program
A hot topic about the GSA programme for 2018 was also an issue for the prior year. The GSA Schedules Program is a streamlined contracting vehicle incorporating specific Federal Acquisition Regulations for more efficiently purchasing commercial items. Companies may apply per a continuous open season for a 5-year contract with three 5-year options to renew. Contractors are vetted for past performance, corporate experience and financial capability. Products and services are considered for offering to Federal, State and Local customers (for Schedule 84) with pricing that is determined to be fair and reasonable through negotiations with GSA.
To make the determination for fair and reasonable pricing GSA carefully reviews the commercial practices of the contractor
To make the determination for fair and reasonable pricing GSA carefully reviews the commercial practices of the contractor as well as the competition of identical or similar item pricing. The most vocal complaint of concern from the contractors was regarding the consideration of competitor contractors offering identical items with out-of-date pricing or holding a Letter of Supply not authorised by the manufacturer.
GSA pricing tool
Since the GSA utilises a pricing tool to determine if the pricing offered is competitive, a rogue competitor can cause a pricing action to possibly be rejected due to out of date information even as the manufacturer offers an update of the product. This is an issue on all GSA Contracts that the supplier panel hopes will be reconsidered by GSA policymakers at the central office.
Most of us believe the Letters of Supply should only be issued by the manufacturer or with documented specific permission of the manufacturer to a reseller. Manufacturers may want to have a better understanding of the Letter of Supply, how it is considered by GSA and more carefully choose their Government partners for experience and compliance.
Another challenge for the security community is regarding the lack of accessibility of participating dealers to GSA eBuy
Overcoming challenges for the security community
Contractors may only see RFQs which are posted under the Special items Number(s) that were awarded to their GSA Contract
Another challenge for the security community is regarding the lack of accessibility of participating dealers to GSA eBuy. GSA eBuy is an online Request for Quotation (RFQ) programme that is for GSA Contract holders only. Agencies will post their requirements by Special Item Number for at a minimum 48 hours.
Contractors may only see RFQs which are posted under the Special items Number(s) that were awarded to their GSA Contract. GSA Participating Dealers may take orders on behalf of a manufacturer if they are authorised under the manufacturer’s GSA Contract. They may also have an online PO Portal to receive orders. But they have no access to GSA eBuy to response to RFQs. Usually, under these arrangements, the manufacturers do not respond directly, so there is a problem using GSA eBuy for opportunities as their GSA Participating Dealers have no access to respond.
GSA Schedule 84 leadership
In some instances, a contracting officer may allow an emailed quotation. However, with the use of the electronic ordering system, this has become a common problem we hope to bring to the attention of policymakers. Some changes to the programmes may make the presentation of documentation more effective going forwardThe GSA Schedule 84 leadership has been helpful to explain the challenges to the agencies to try and resolve such issues.
So, what’s up for 2019? GSA modernisation is coming. There will be improvements to their tools and more consolidations of SINs and more. There have been discussions of a revival of the GSA Expo. The Expo offered training for contracting staff both Government and private industry.
Valuable tools for vendor training
Equally important is the networking, meetings and the exhibits of the contractors. Expos have been discontinued since 2012 but smaller events have been growing as well as online webinar training. Webinars are valuable tools for GSA and vendor training, but they do not take the place of being able to meet your customers face-to-face. GSA online eOffer and eMod programme have made processing actions more efficient.
Some changes to the programmes may make the presentation of documentation more effective going forward. The GSA online website for viewing the items on the GSA Contract and for purchasing items, GSA Advantage could definitely use an update as it has been basically the same for 20 years. Keep an eye on GSA Interact for the latest happenings with GSA.

Whether you are a veteran in the access control world or have never installed a card reader before, there are always ways to increase profits in the ever-evolving world of access control. The hope is that by considering a few key focal points, you can find ways to increase market share. Whether we are releasing an electronic lock through a simple intercom button or using biometric and multi-authentication based on a database; the tactics for bringing on more revenue is the same. Learning to focus on a few key items can help open up opportunities.
Business access controls
Understanding vertical markets is a strong strategy for success in increasing your profits with access controlIf you are new to access control, it’s important to determine the right product offerings for your business model and experience level of your team. Mistakes in estimating or installing can be costly and complex. Take advantage of manufacturer training both online and in the classroom for both your sales team and installation department. It’s important to understand the fire and building codes in your area to make sure you design the proper solution for your customers. Furthermore, understanding the products, components and proper wiring can save you money in labour and materials.
Today we will look at four focus points: vertical markets, cloud-based access control, technology upgrades, and preventative maintenance and service agreements. These four focal points are simple to implement and can be easily added to your current operation.
Vertical markets
Understanding vertical markets is a strong strategy for success in increasing your profits with access control. The concept is that understanding a certain vertical and their security needs can increase your sales team’s marketability. If you spend your time focusing on the healthcare industry, for instance, you will see that HIPA requirements open doors for selling access control. Getting to know the regulatory concerns of different verticals is a great strategy for more effective sales Having logs of who entered your HR files room or patient records storage is a crucial part of addressing privacy concerns. Getting to know the regulatory concerns of different verticals is a great strategy for more effective sales.
Another example could be apartment communities or other multifamily dwellings. In this competitive marketplace, these complexes are looking for ways to stand out in their market. Knowing this and being able to offer amenities like secured locks with Bluetooth credentials that tenants can open with their smartphones is a selling point for you and for your customer. Building on each customer you contact within a vertical is like free sales and marketing training. The more you learn from each potential client, the more you increase your conversation starters for the next potential client.
Cloud-based access control
With the growing cloud-based access control market, integrators can find more opportunities in small businesses and vertical markets that typically wouldn’t be on the radar of your sales team. A typical card access system often makes the move from the traditional lock and key systems to electronic card access cost prohibitive. This is due to the large upfront costs for a server, software and annual licensing. With cloud access, integrators can offer less expensive upfront costs with low monthly subscription fees that cover all software updates, database backups, security patches and more.
The real benefit for the integrator is the reoccurring revenue. By helping our clients save money on server, software and IT infrastructure costs, we are securing reoccurring revenue for our companies that increase our profitability. Building reoccurring revenue not only provides cash flow but also keeps your name on the top of the minds of your customer and that leads to additional sales.
By helping clients save money on server, software and IT infrastructure costs, we are securing reoccurring revenue for companies that increase profitability
Technology upgrades
Another often overlooked opportunity is technology upgrades. Training your sales staff and even service technicians to watch out for clients with older technology can reap major benefits. When you bring new technology to your clients, you show another value that you bring to the table. Even if your client isn’t ready to make an upgrade, you can easily plant a seed that will get their minds and budgets rolling.
An easy example is a customer with an older intercom door access system
An easy example is a customer with an older intercom door access system. This may have met their needs 10 years ago when it was installed, but the office has grown and perhaps an integrated card access intercom system is a great technology upgrade. Bringing this to the customer will once again show that you are the “subject matter expert” and your customer will be more apt to refer you to their friends and colleagues.
Another easy way to find technology upgrades is to dig through your ageing client list and build a list of potential targets that you have not visited lately. If you keep records of what was installed previously, it will make it easier to plan ahead and bring solutions to your next visit, saving your sales staff time and again building confidence with your clients.
Preventive maintenance and service agreements
One thing that sales teams often miss is the opportunity to add service agreements and preventative maintenance agreements. Even if a customer already has an access control system, they may not have a service provider and may be interested in securing a service agreement. Typically, a service agreement can be written to cover all parts and labour or just labour for an annual feeShowing the value of a service agreement is paramount, adding annual or semi-annual preventative maintenance to your service agreement is one way to add value. Inspecting locking mechanisms, request to exit motions and buttons, door status switches, headend equipment, batteries and power supplies, can save your customer from a costly after-hours service call or the inconvenience of a non-functioning access control system during business hours. Additionally, checking computer hardware and software logs for errors can save a customer from a catastrophic failure.
Typically, a service agreement can be written to cover all parts and labour or just labour for an annual fee. It is helpful to come up with a percentage of the install value that makes sense so that your sales team can easily quote a service agreement for your customer. Offering several levels of service also opens the table for negotiations. You can offer an “all parts and labour 24/7” or a “parts and labour M-F 8AM-4PM”, as an example. Offering guaranteed response times can also be a marketing strategy.
Critical area access management
Checking computer hardware and software logs for errors can save a customer from a catastrophic failureA 24-7 facility that has 200 employees moving in and out of critical areas may be a great potential customer for a high-level service agreement with semi-annual preventative maintenance and a guaranteed 4-hour response time. Where a small office that is only open during standard business hours may be better suited for a labour only M-F with annual preventative maintenance inspection.
The point is that a creative, intentional, and focused approach to access control can yield the fruit that brings long-term success to your team. Building a plan and learning from each prospect, sale, and installation will develop a process that brings results. Attending a trade specific expo like ESX will give you the opportunity to meet with manufacturers and other integrators that can help you implement a product offering and strategy for success.